SAScon Slides - How will you break the cycle of Bad Marketing?


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Phil Mackechnie
Head of Organic Performance – Travel & New Business -

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  • Google’s Evolution of SearchGoogle has dramatically changed how you get information over the last 15 years and how you interact with itGoogle are far from done. In fact, Google has just begunA lot of this change happened in small steps. Often without many people even noticingSlide 1: But there clearly were some visible milestones along the wayIn 2001, Google started helping with spellcheck. Today I cannot live without it!Slide 2: It wasn’t until 2002, Google started understanding the concept of synonyms. For example, if you type into Google…”How to buy Car insurance? “ you would also find results for “how to find Motor insurance”. Google’s view is that they were the same concept and you shouldn’t have to think about that….Slide 3: In 2004, Google launched the first version of Google Autocomplete and suddenly finding the right query to search became a whole lot easier. Slide 4: Fast forward to 2007 and with “Universal Search” you were able to find Video, images, News, and Books, and Maps and so on a so forth, alongside all the relevant pages in one simple interface. You no longer had to think about the type of information you needed, You no longer had to be your own mini search engine to find and search.Slide 5: Then, and most of use SEOs didn’t even notice this in 2010 with Google Instant, Google made getting answers just so much faster for us. Google instant saved you anywhere from 2-5seconds faster per search.Now that may seem small, but I was justy looking at my search habits and I search between 40/60 searches a day. So according to Google, Google instant would in theory give me back 2 hours of my life back a month.. That’s hugh!!!Slide 6: In 2012/ 2013 Knowledge Graph is the way Google understands what it is you’re searching for. Google now gets the words in the search box are real world People, places and things! And not just strings matched on a page. So when you are searching for “All Blacks”
  • SAScon Slides - How will you break the cycle of Bad Marketing?

    1. 1. #SASCon How will you break the cycle of Bad Marketing?
    2. 2. About Me Head of Organic Performance – Travel & New Business @akcamiwik Hashtag: #SASCon 2
    3. 3. Have you been stuck in a rut in 2014? “People get into a rhythm that makes them resistant to change. To understand the mind-set try switching hands when you brush your teeth in the morning.” Gary Gesme, Deere &Company (John Deere Company) 3
    4. 4. #SASCon What is Bad Marketing/ SEO? 4
    5. 5. SPAM!!! 1
    6. 6. SPAM is REALLY bad Marketing! • dfds Source: 6
    7. 7. SPAM….Ignores the customer! 7
    8. 8. #SASCon Chasing “New” and “Big” and “Shiny”… 2
    9. 9. A lack of imagination & good ideas 3
    10. 10. Data driven creative thinking Ideas, ideas, ideas • Creative ideation needed to fuel campaigns and strategy • Integration with the data teams • Ideas which are accountable • BIG THINKERS 10
    11. 11. Poor Measurement 4
    12. 12. Silo’d working & team structure 5
    13. 13. Where is search going? Silo’d working & team structure Bad #5 in 2014
    14. 14. So what? Why should I care? If it has an IP address 14
    15. 15. What’s the solution? in 2014
    16. 16. #SASCon Better understanding the Customer 1
    17. 17. What is going to be big? more personal, more engaging, more interactive • Structured data • Make it as easy as possible for search engines to understand the “real” person behind our content • Authorship mark up and influence • Mobile optimisation • Google will always prioritise and rank sites which offers a full user experience across multiple devices • Bespoke content for device not just responsive • Semantic search • Google Hummingbird update in 2013 paths the way • Optimise for user intent not just keywords Google Now 17
    18. 18. Marketing Visitor Funnel Better Emphasis on site conversion Conversion 2
    19. 19. Convert more of what you have 19
    20. 20. More investment in Mobile 3
    21. 21. Mobile search will be a priority 21
    22. 22. More investment in tools for performance evaluation 4
    23. 23. Push your data partners for bespoke requirements 23
    24. 24. Restructure your team for 2014 5
    25. 25. Agency Model SEO Engineers Social Manager SEO Analyst SEO Executives Account Manager 25
    26. 26. In-House Model SEO Managers Senior SEO Executives SEO Executives 26
    27. 27. Expand the skillset of your teams SEO Engineers PR Managers Community Managers Data Analyst Creative Pair Event Managers 27
    28. 28. A more integrated approach to SEO We must future proof our organic profile by understanding where the landscape is changing • Understand the wider role of integrated organic search marketing Tech • Ensure that search engine algorithm updates inform our long-term strategy and direction PR Content • Invest more into UGC to drive earned links • Build a network of advocates who relate to our customers Social Data 28
    29. 29. But hey….Links are still important! Driving an integrated digital marketing strategy to EARN links • Brand and consumer content not SEO content • We must create and distribute great brand content which has a value to our consumers • Links will follow naturally if the content is right • Where do we want links? • All we should care about is that someone links from a high authority website • Let people link naturally • No more exact match anchor text links into landing pages First Learn, then remove the “L” 29
    30. 30. PR & Social channels more accountable Using organic performance to measure the effectiveness of PR & Social investment • Integrated teams with a common goal • How do we measure the impact of great PR coverage? • What does it mean to have x amount of Facebook and Twitter followers? • How do both channels impact our organic search profile? • Using consistent tools and data • SEO, PR, Content and Social should speak the same language • We should use the same data • Centralised toolkit for measurement and reporting 30
    31. 31. Now could be the time to push your Facebook presence – Introducing… Organic Paid Social!!? • Facebook CTR is up 275% YoY • Facebook CPC is down 40% YoY • The drop in CPC’s means Facebook is cheaper and more effective 31
    32. 32. Peer To Peer Validation – Earned Social • Consumers are 80% more likely to use a brand or website from a friend liking a page than they are from responding to a traditional advertisement We must optimise better for social graph • 3 billion pieces of content being shared on Facebook each month 32
    33. 33. Understanding Facebook EdgeRank SEO, Social and PR teams must understand EdgeRank to create and disturbed content that reaches the maximum number of consumers • Facebook’s proprietary algorithm, EdgeRank, determines how and when content appears in a users news feed: • • • • Likes Shares Comments CTR 33
    34. 34. Its not just about Facebook Creating and distributing unique content to drive a differentiation between platforms and encourage consumers to come back • To maximise reach and engagement for brand campaigns we must begin to look at our owned channels and understand the impact this can have on organic performance Our social ecosystem 34
    35. 35. #SASCon THANK YOU!